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DQ Blog CRM Data Cleansing The Benefits of Deduplication Technologies

The Benefits of Deduplication Technologies

Martin Doyle June 27th, 2013 CRM Data Cleansing, Data Quality
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DQ Global® we are passionate about data quality and keeping data clean and duplicate free. So we thought we would put together a list of the benefits we believe companies will see if they use data quality software. But firstly, here is a list of data decay facts which might highlight the need for clean data.

Every year in the UK:

  • Over 6 million people move house
  •  600,000 people pass away
  •  Half a million addresses are changed by the Royal Mail
  •  250,000 people sign up to The Mailing Preference Service
  • 5.7 million company and individual details change

So here are what we believe are the “Reasons” to use Deduplication Technologies:

  • Identifies non-identical: People, Companies, Addresses etc. which are unnecessarily duplicated
  • Identifies and groups records which exist in the same premises i.e. households
  • Identifies duplicate contacts in the same organisation • Identifies duplicate locations (addresses) where typo’s or abbreviations have been used
  • Reduces direct marketing cost – don’t waste money contacting people who are not there
  • Identifies returning customers
  • Enables Merging of multiple data sources for a Single Customer View (SCV)
  • Facilitates linking for Master Data Management (MDM)
  • Permits more accurate reporting, analytics and business intelligence
  • Protects Company Brand
  • Truthfully reflects ROI for marketing campaigns
  • Increases the trust and accuracy of business essential customer data
  • Enables data migration and integration business rules to be applied with confidence
  • Best practice – comply with Direct Marketing Association guidelines
  • Protect the environment – by cutting down on wasteful duplicate mailing

If we can help you with resolving any of your data quality issues please let us know, we have a wealth of knowledge in this area which we are keen to share.


Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.